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More Accounts Shift Without Formal Reviews

Adweek, Monday, February 5, 2007 12 PM

On a Wednesday last month, General Motors' Saturn division asked Deutsch/LA to create advertising around the Aura model's Car of the Year honors at the North American International Auto Show. By the following Monday, Deutsch showed Saturn an integrated campaign, including ideas for seven TV spots. A couple of days after that, Saturn suddenly shifted the nearly $200 million Saturn account from Omnicom's Goodby, Silverstein & Partners to Deutsch.

In the first month of 2007, three other sizable accounts have shifted without reviews: Macy's $200 million media account; Johnson & Johnson's media planning duties on its Tylenol brand; and Hasbro's $40 million games business creative account.

Only 12% of all accounts that changed agencies did so without an open review in 2005. But in 2006, that number had grown to 28%. Conversations with industry figures reveal a palpable and possibly growing disenchantment with the review process itself.

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